Whether you are a newbie or a pro at content creation, there is
always a space for you. If you are passionate about this space, the gaming world is an exciting space for you to explore your skills.
So put your controllers down as media update's Saads Abrahams gets insight from Thulani Sishi on content creation in the gaming space.
How has content creation evolved in the gaming industry over the years?
Since 2009, content creation in gaming has grown in leaps and bounds. At first, platforms like YouTube and Twitch informed fellow gamers with content like:
- tips and tricks
- solutions if you got stuck on certain levels in different games, and
- broadcasted tournaments.
There were not many monetisation opportunities for the content created. Now, people are beginning to understand that the younger generation consumes content via:
- Twitch
- Twitter
- YouTube
- Instagram
- TikTok, and
- more.
All of these platforms have a monetisation system that rewards good and engaging content from your everyday user.
Content creation has migrated from the usual use and purpose; it's now in the hands of most people with a cellphone or decent video camera / webcam. This has created a
whole new career path for individuals.
The content creators themselves have become a brand that companies can use as a marketing tool in terms of staying relevant with the younger generation.
What do you think are some of the key skills to be a successful content creator in the gaming industry?
- Flexibility: It is important to be able to pivot your content to what's new and relevant to keep viewers engaged and interested.
- Video editing: It's imperative you learn how to use video editing software because, at times, it's challenging to communicate your ideas on how a video should be produced. At times you'll need to edit videos yourself.
- The ability to communicate ideas and topics that create food for thought, that inspire or are generally captivating: This is one of the best ways to retain recurring viewership.
- Networking: It's crucial for success. Collaborate with other content creators and brands — sharing concepts, ideas and so on.
What strategies can a content creator use to stay up-to-date in this ever-evolving environment?
There's no real one size fits all strategy for staying up-to-date. Simply keeping up-to-date with news and updates via social and online media platforms and traditional media will give you an indication of what to consider creating next or how something will impact you and your content creation.
I'd also suggest
attending live gaming and tech content activations, which will give one a better scope of the ecosystem and individuals in the space.
What role does social media play in the success of content creators in the gaming landscape?
In the last 10 years, social media has played — I'd argue — the most important role in content creation. It's given people instant access to any content that's created on their own terms.
[It's] direct access to individuals creating content but most importantly a platform for content creators to promote their work for free (or at the very least, a nominal amount).
Social media has also provided
useful metrics that can be used by content creators when engaging with possible brand sponsors and partners.
How important is collaboration and networking for content creators in the gaming industry?
Co-creation and the transferal of information are important in content creation, gaming and e-sports. It's quite visible online and at live events like
Comic Con Africa,
Comic Con Cape Town,
Rage and more.
Collaborating with brands and like-minded content creators / influencers and gamers have a massive economy attached to it. The bridge connecting collaborators needs to be mutually beneficial for longevity and prominence.
Examples are collaborations between:
- streamers and streaming platforms like Twitch and YouTube
- sponsorships, brands and esports teams, and
- product sponsorships between brands marketing products / services and individuals.
What are some emerging trends in content creation within the gaming industry?
- Virtual reality: This gives people an immersive experience with the digital world.
- Monetising your content: Platforms like Twitch, YouTube, Kick and more offer revenue share on any content made that reaches a certain target. This means anyone with a decent phone and Internet connection can earn money creating relevant and engaging content.
- Mobile gaming: It's one of Africa's biggest markets due to the accessibility to cell phones (in comparison to Consoles and PCs).
What is the future of content creation in the South African gaming landscape?
As internet infrastructure improves in South Africa, we will start to see:
- more and more live streamers
- local celebrities collaborating with the gaming and e-sports market
- traditional sports teams are starting e-sports teams and perhaps signing content creators to align with the new generation
- content creation giving South Africa more exposure (which is already happening — Red Bull Kumite, a major international gaming event, is taking place in South Africa for the first time in early July)
- a lot more full-time content creators (streamers, influencers), and
- brands using gaming and esports and marketing tools to reach the younger generation (with a lot of brands already recognising the value of partnerships with esports teams and esports players who create content — such as Goliath Gaming which has partnerships with Nike, McDonald's and Predator).
Does the age of a target audience demographic impact the forming of content for the gaming industry in any way? Why or why not?
Yes. There are a lot of games that have age restrictions on them, which don't align with some brands and individuals as the youth is a key target market. So, you would have to
tailor your content in line with this.
It also comes down to relevance — some content and games won't appeal to a specific audience. There are also multiple prominent games within e-sports that cater to a diverse audience with no limitations, which in turn means anyone can be a gamer if they have access to a mobile phone / PC / console.
What are your thoughts on content creation in the gaming industry? Let us know in the comments section below.
*Image courtesy of Canva